Standard Operating Procedure (SOP): Marketing Operations

Big Data Staging Academy
Tagline: Turn raw data into reliable pipelines
Effective Date: [DATE]

Purpose

This SOP outlines the marketing operations framework for Big Data Staging Academy ([COMPANY_NAME]), ensuring consistent execution of marketing activities, adherence to brand guidelines, and measurable performance across all channels. It is designed to support the Academy’s mission of educating professionals in data staging and pipeline development by driving awareness, engagement, and conversions.

Scope

This SOP applies to all marketing activities conducted by [COMPANY_NAME], including but not limited to:
- Content calendar management
- Campaign planning and approval workflows
- Brand guidelines enforcement
- Analytics and reporting
- Social media posting
- Email marketing
- SEO monitoring
- Paid advertising
- Marketing asset creation and approval

It is intended for use by the Marketing Team, external contractors, and any stakeholders involved in marketing operations.

Definitions

• Content Calendar: A schedule of planned marketing content, including blog posts, social media updates, email campaigns, and webinars.
• Campaign: A coordinated series of marketing activities designed to achieve a specific goal (e.g., course enrollment, webinar attendance).
• KPI: Key Performance Indicator, a measurable value that indicates the success of a campaign or activity.
• SEO: Search Engine Optimization, the process of improving website visibility in search engine results.
• PPC: Pay-Per-Click, a model of digital advertising where advertisers pay a fee each time their ad is clicked.

Responsibilities

Procedures

1. Content Calendar Management

Purpose: Ensure consistent and strategic content delivery across all channels.

Steps:
1. Use [TOOL_NAME] (e.g., Trello, Asana, or Airtable) to create a shared content calendar.
2. Populate the calendar with content types (e.g., blog posts, social media updates, email campaigns) based on monthly themes aligned with data staging topics.
3. Assign content creation tasks to the Content Strategist with deadlines.
4. Review the calendar weekly during the Marketing Team meeting.
5. Adjust the calendar based on campaign performance and audience feedback.

Metrics:
- Content production rate (e.g., 4 blog posts/month).
- Engagement metrics (e.g., average time on page, social shares).

Review Cadence: Weekly.

2. Campaign Planning and Approval Workflow

Purpose: Streamline campaign execution while ensuring alignment with business goals.

Steps:
1. Define campaign objectives (e.g., increase webinar sign-ups by 20%).
2. Draft a campaign brief, including target audience, messaging, channels, budget, and KPIs.
3. Submit the brief to the Marketing Manager for approval.
4. Once approved, assign tasks to team members in [TOOL_NAME].
5. Execute the campaign according to the timeline.
6. Conduct a post-campaign review to assess performance against KPIs.

Escalation Path: If approval is delayed by more than 48 hours, escalate to [REPRESENTATIVE_NAME].

Metrics:
- Campaign ROI.
- Conversion rates.

Review Cadence: Post-campaign.

3. Brand Guidelines Enforcement

Purpose: Maintain a consistent brand identity across all marketing materials.

Steps:
1. Distribute the [COMPANY_NAME] Brand Guidelines document to all team members and contractors.
2. Use [TOOL_NAME] (e.g., Canva, Adobe Creative Cloud) to create marketing assets.
3. Submit all assets for review by the Marketing Manager before publication.
4. Conduct quarterly training sessions on brand guidelines for the team.

Metrics:
- Percentage of assets approved on the first review.

Review Cadence: Quarterly.

4. Analytics and Reporting Cadence

Purpose: Monitor and optimize marketing performance.

Steps:
1. Use [TOOL_NAME] (e.g., Google Analytics, HubSpot) to track KPIs such as website traffic, conversion rates, and email open rates.
2. Create a monthly performance report, including insights and recommendations.
3. Present the report during the monthly Marketing Team meeting.
4. Adjust strategies based on data insights.

Metrics:
- Website traffic growth (e.g., 10% MoM).
- Conversion rate improvement.

Review Cadence: Monthly.

5. Social Media Posting Procedures

Purpose: Engage with the audience and promote [COMPANY_NAME] offerings.

Steps:
1. Develop a weekly posting schedule in [TOOL_NAME] (e.g., Hootsuite, Buffer).
2. Create posts aligned with the content calendar, focusing on data staging tips, course promotions, and industry news.
3. Schedule posts at optimal times based on audience analytics.
4. Monitor engagement and respond to comments within 24 hours.

Metrics:
- Engagement rate (e.g., likes, comments, shares).
- Follower growth (e.g., 5% MoM).

Review Cadence: Weekly.

6. Email Marketing Workflows

Purpose: Nurture leads and drive conversions.

Steps:
1. Use [TOOL_NAME] (e.g., Mailchimp, ActiveCampaign) to design email campaigns.
2. Segment the email list based on user behavior (e.g., course interest, webinar attendance).
3. Create and A/B test subject lines and email content.
4. Schedule emails based on audience time zones.
5. Monitor open rates, click-through rates, and unsubscribe rates.

Metrics:
- Open rate (e.g., 25%+).
- Click-through rate (e.g., 5%+).

Review Cadence: Monthly.

7. SEO Monitoring

Purpose: Improve organic search visibility for [COMPANY_NAME].

Steps:
1. Use [TOOL_NAME] (e.g., SEMrush, Ahrefs) to track keyword rankings and backlinks.
2. Conduct a monthly SEO audit to identify technical issues.
3. Optimize blog posts and landing pages for target keywords.
4. Monitor competitor SEO strategies and adjust accordingly.

Metrics:
- Organic traffic growth (e.g., 15% YoY).
- Keyword ranking improvements.

Review Cadence: Monthly.

8. Paid Advertising Management

Purpose: Drive targeted traffic and conversions through PPC campaigns.

Steps:
1. Use [TOOL_NAME] (e.g., Google Ads, LinkedIn Ads) to set up campaigns.
2. Define audience targeting parameters (e.g., job titles like Data Engineer, Data Analyst).
3. Allocate budget based on campaign goals (e.g., $2,000/month for LinkedIn Ads).
4. Monitor ad performance daily and adjust bids as needed.
5. Conduct a monthly review of ad performance and ROI.

Metrics:
- Cost per lead (e.g., $50/lead).
- Conversion rate (e.g., 10%).

Review Cadence: Monthly.

9. Marketing Asset Creation and Approval Process

Purpose: Ensure high-quality, on-brand marketing materials.

Steps:
1. Submit a design request form to the Content Strategist, including specifications and deadlines.
2. Create drafts using [TOOL_NAME] (e.g., Canva, Adobe Illustrator).
3. Submit drafts to the Marketing Manager for approval.
4. Revise assets based on feedback and resubmit for final approval.
5. Store approved assets in [TOOL_NAME] (e.g., Google Drive, Dropbox).

Metrics:
- Turnaround time for asset creation (e.g., 5 business days).

Review Cadence: Per project.

Exception Handling

• If a campaign or task cannot meet the deadline, notify the Marketing Manager immediately and propose a revised timeline.
• For urgent approvals, escalate directly to [REPRESENTATIVE_NAME] via [EMAIL].

Review Schedule

This SOP will be reviewed quarterly by the Marketing Manager to ensure alignment with [COMPANY_NAME]’s goals and industry best practices.

Prepared by: [REPRESENTATIVE_NAME]
Title: [REPRESENTATIVE_TITLE]
Date: [DATE]

Approved by: [REPRESENTATIVE_NAME]
Title: [REPRESENTATIVE_TITLE]
Date: [DATE]